Lion signs mutiyear distribution agreement with DXCEL

Lion is happy to announce that a multi-year distribution agreement has been agreed with DXCEL International.

5 May 2017 - Lion is happy to announce that a multi-year distribution agreement has been agreed with DXCEL International.

The deal, which will see DXCEL become the national distribution partner for Little Creatures throughout mainland China, will commence from June 2017.

Australian beers are not well known in China but Little Creatures is leading the way, having launched a successful pop-up bar on Dagu Road in Shanghai in January of this year with the full range of Little Creatures beers available, and having also participated in Austrade's inaugural craft beer road show in March.

Matt Tapper, Managing Director for Lion’s Global Markets division, is excited about the new partnership with DXCEL and the opportunities it will present:

“We are really excited to partner with DXCEL over the coming years. This deal marks a new chapter in the international growth story of one of Australia's iconic craft beer brands. Little Creatures is already available in Shanghai and we hope this deal with DXCEL will accelerate Little Creatures growth to become one of the leading craft beer brands in China.

”Mr Tapper also highlighted that there are additional benefits to come from the distribution partnership.

“With our DXCEL International partnership, not only does it provide us with an expanded distribution network but it also provides extensive experience in our new market and a shared passion for informing more people about great craft beers.”

Malcolm Tan, DXCEL International Group CEO, said “With Lion, DXCEL has created a partnership that allows us to add another great brand in Little Creatures to our premium international beer portfolio. Lion will be able to leverage our premium distribution network, as well as our sales and marketing capabilities to build the Little Creatures brand in China.”

To support the expansion and this new agreement, Lion is exploring Little Creatures brewpubs in Shanghai and other key international cities, over the coming months with the aim to replicate the success of the current Little Creatures venues in Hong Kong, Geelong and Fremantle.